Study On Business Strategy Of China Commerce And Trade Press After Its Restructuring

Playing an important role in the cultural industry, press industry has been on restructuring since12years ago. Nevertheless, most of members in press industry are still taking a stereotyped path of extensiveoperation, and what they have been doing most is to tinker about the size of their business rather than onbusiness merger and restructuring. Thus the result is that their market share is increasingly taken by therising media like the internet. Most of the papers are suffering a declining circulation year on year is a goodexample to this point. An idea proposed in the18thNational Congress of the CPC is to vigorously developand prosper the cultural industry and a guideline on development on this has been formulated. Thisprovides the press a hard-won opportunities and favorable political environment. This paper analyzes andborrows the experience which makes some outstanding presses both at home and abroad success, andexplores a path of development with practical significance and appropriate to the commerce and trade presswith a consideration of the conditions in the press the author works with.This paper analyzes the presses in developed countries such as Germany, the USA and Japan, fromwhich some regulations on policy, legislature and industry are extracted for reference of Chinesecounterparts. Press industry presently shows a universal trend toward group corporation, which is of nocontradiction with the plural dimensions of business operation. Presses in China are suggested to seek adiversified business operation while expanding in the terms of size and scale. In this process, they can makefull use of the advantages of socialist market economy and their own resource characteristics to seekcooperation between different regions and industries.This study seeks commonalities in press industry and referable model through analysis, induction,analogy based on the experience of those outstanding presses both at home and abroad. It further analysisthe advantages and disadvantages of the CCTR through SWOT, which also be used to study theopportunities and challenges caused by the external environment change under the background of theconversion of the enterprise. Based on these， the paper raise a complete model for reform and practicalmeasures of CCTR, taking its own advantageous resources such as policy and economy into consideration.